Stoov

What Stoov does

Stoov is a Netherlands-based, privately held consumer products company founded in 2014 by Teun van Leijsen. It designs and sells a portfolio of cordless infrared heated products — branded as 'Warmables' — including heated cushions (Ploov, Huddle), heated blankets and pads (Big Hug, Huge Hug), electric hot water bottles (Homey), heated scarves (Kokoon), hand warmers (Stoons), and heated pet cushions (Nook). The proprietary technology centers on far-infrared (IR-C) heating elements precisely placed within each product, paired with rechargeable lithium-ion batteries (Base 24Wh, Flex 33Wh, Pro 50Wh), USB-C charging, and a SmartWarm Safety System with triple overheat protection (TÜV Rheinland certified). The company's first patent was granted in 2015, and the current Series 3 product generation was launched in 2025.

Stoov operates primarily as a direct-to-consumer brand selling through its own e-commerce storefront across more than 25 European countries plus the UK and Australia, with localized pricing, multi-language checkout, and multiple regional shipping carriers (DHL, PostNL, Royal Mail, DPD, UPS). Pricing spans €59.95 for entry products (Homey, Stoons) to €199.95 for the Huge Hug wearable blanket, with accessories (batteries, chargers, covers) and a digital gift card supporting repeat-purchase and gifting revenue. The original B2B hospitality channel (Germany, Netherlands) remains alongside DTC, and the company also runs co-branded product collaborations with design partners such as Weltevree and BYBORRE. Customer segments include individual warmth/comfort seekers, gift buyers, outdoor and active lifestyle consumers, and health/wellness buyers; the company has warmed 1.7M+ people since 2014 and was recognized as #44 in the FT 100 fastest-growing companies in Europe and on the Deloitte Fast 50 in 2023. Stoov achieved B Corp certification in 2024, and its products hold GOTS organic cotton and GRS recycled polyester material certifications alongside TÜV Rheinland safety certification.

Name

Stoov

Legal name

Stoov®

Website

https://stoov.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Stoov is a Netherlands-based DTC brand that designs and sells cordless infrared heated cushions, blankets, scarves, hot water bottles, and hand warmers across 25+ European countries, the UK, and Australia, serving individual consumers seeking portable warmth and energy savings.

Ownership category

akta.pro rank

Headquarters

HQ city

Bilthoven

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Heated Consumer Products: Primary revenue from selling cordless infrared heated cushions, blankets, scarves, and bottles directly to consumers via the company e-commerce store. One-time hardware purchase with modular battery options.
2. Accessories & Consumables: Revenue from accessory sales including replacement batteries (Extra Battery³ 50Wh), USB-C chargers (Fast Charging USB-C Adapter 30W), USB-C car chargers, cushion covers, and parts. Repeat purchases for existing product owners.
3. Digital Gift Cards: Digital gift cards sold in €20 increments, providing a gifting revenue stream and driving new customer acquisition.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels9 records

Core offering

Stoov designs, manufactures, and sells cordless, rechargeable infrared heated personal products marketed as 'Warmables' — including heated cushions (Ploov, Huddle), heated pads and wearable blankets (Big Hug, Huge Hug), electric hot water bottle alternatives (Homey), heated scarves (Kokoon), hand warmers (Stoons), and heated pet cushions (Nook). Products use in-house far-infrared heating technology with the SmartWarm Safety System, modular USB-C rechargeable batteries, and three adjustable heat levels up to 58°C, and are sold primarily direct-to-consumer via stoov.com across Europe, the UK, and Australia.

Product overview

Stoov offers a portfolio of cordless infrared heated products marketed as 'Warmables.' The product line centers on three core product families: Ploov (heated cushions in 45x45cm and 45x60cm sizes with multiple fabric options including Original, Woolly, Knitted, Velvet, Canvas, and BYBORRE), Hug (Big Hug heated seat/back pads and Huge Hug wearable blankets), and Homey (electric hot water bottle alternatives). Supporting products include Kokoon heated scarves, Stoons hand warmers, Huddle versatile seat cushions/pads, and Nook heated pet cushions. All products share core infrared warming technology delivering up to 58°C with three heat levels, rechargeable battery operation (Base 24Wh, Flex 33Wh, Pro 50Wh options), and the SmartWarm Safety System. The company operates Generation 1 through Generation 3 products, with Gen 3 being the current flagship technology launched in 2025. Accessories include batteries, chargers, covers, and digital gift cards.

Differentiator

Problem solved

Functional benefit

Brands

• Ploov: Iconic heated cushion line available in 45x45 and 45x60 cm sizes with various fabrics (Original, Woolly, Knitted, Velvet, Canvas, BYBORRE).
• Huddle
• Huge Hug
• Big Hug
• Homey
• Kokoon
• Stoons
• Nook

Products and services

• Ploov³ 45x45 | Original Iconic 45x45 cm cordless heated cushion delivering infrared warmth up to 58°C with three heat settings and a rechargeable battery providing up to 10 hours of warmth. Features SmartWarm Safety System with triple overheat protection. Designed for individual consumers seeking personal warmth on sofas, chairs, and outdoor settings.
• Ploov³ 45x60 | Canvas Cordless heated cushion in 45x60 cm size with GOTS-certified Canvas fabric (100% organic cotton). Three infrared heat levels up to 58°C with rechargeable battery. Designed for consumers wanting a larger cushion footprint with sustainable fabric credentials.
• Ploov³ 45x45 | Knitted Cordless heated cushion with chunky knitted texture (60% organic cotton, 40% recycled polyester). Three warmth levels up to 58°C via infrared heating. Targeted at consumers preferring a tactile, textured aesthetic.
• Ploov³ 45x60 | Woolly Heated cushion with super soft sheepskin-like Woolly fabric (100% recycled polyester). Three infrared warmth settings up to 58°C with rechargeable battery. Designed for consumers seeking a plush, premium-feel cushion.
• Huddle³ | Original Versatile 35x58 cm heated seat cushion that unfolds into a flat warming pad for indoor or outdoor use. Infrared warmth up to 58°C with up to 10 hours battery life. Dirt- and moisture-resistant. Designed for consumers wanting a dual-mode cushion or travel pad.
• Big Hug³ | Canvas Cordless heated seat and back pad (45x115 cm) with GOTS-certified Canvas fabric. Three infrared warmth levels up to 58°C providing up to 5 hours of warmth. Designed for consumers who want extended coverage across seat and back on sofas or chairs.
• Big Hug³ XL | Original XL cordless heated seat and back pad (47x135 cm) with Original fabric. Back and seat heating with infrared technology up to 58°C and up to 5 hours battery life. Designed for consumers seeking maximum coverage for chairs and lounging.
• Huge Hug³ | Core (Weltevree Special Edition) Wearable cordless heated blanket (135x180 cm) in Core fabric with hands-free button design. Infrared warmth up to 58°C with up to 5 hours battery life. Red Dot Design Award winner in 2024. Targeted at consumers wanting full-body warmth for sofa, terrace, or outdoor use; the Weltevree co-brand variant caters to design-conscious outdoor lifestyle buyers.
• Huge Hug³ | Original Wearable heated blanket with Original fabric in Earth Red, Soft Pink, or Terracotta Orange. Full-body infrared warmth up to 58°C for sofa, terrace, or outdoor use. Designed for consumers wanting wearable, hands-free personal warmth.
• Homey³ | Original Modern electric hot water bottle alternative that requires no boiling water. Cordless infrared warmth for relief from tension and pain with three heat levels up to 58°C. Compact and rechargeable design. Replaces unsafe traditional hot water bottles for consumers seeking convenient personal pain and warmth relief.
• Homey³ XL | Original Larger version of Homey with an extra fabric layer at the front doubling as a pocket for warm hands. Same infrared technology with additional coverage and comfort. Targeted at consumers wanting larger-area pain relief or extra hand-warming comfort.
• Homey³ XL | Teddy XL hot water bottle alternative with Teddy fabric (soft plush texture) in Off-White or Taupe colours. Hand-washable cover with infrared warmth. Designed for consumers wanting a softer, plush tactile experience.
• Kokoon³ | Core Original Slim heated scarf for neck and shoulders. Light and compact design for daily commutes, winter walks, or terrace evenings. German Design Award 2025 winner. Infrared warmth up to 58°C. Designed for consumers wanting wearable, cordless neck warmth in everyday and outdoor settings.
• Kokoon³ XL | Core Original Larger heated scarf with hand pockets for longer outdoor adventures, camping nights, or chilly sports events. Infrared warmth up to 58°C. Targeted at outdoor lifestyle consumers and active users needing portable warmth plus hand coverage.
• Stoons | Hand Warmers Rechargeable hand warmers in signature red, part of the Generation 3 lineup. Portable warmth for hands on the go. Designed for outdoor, sports, and cold-weather consumers seeking portable hand warmth.
• Nook | Heated Pet Cushion Heated cushion designed for pets, available in Nook S3 and Nook XL S3 sizes for pet comfort and warmth. Targeted at pet owners seeking the same Stoov infrared warmth technology for their cats or dogs.
• Batteries & Chargers (Accessories) Replacement batteries and USB-C chargers for Stoov products. Includes Extra Battery³ 50Wh, Fast Charging USB-C Adapter 30W (EU plug), and USB-C Car Charger 30W. Sold as standalone accessories to extend warmth duration or replace lost chargers.
• Cushion Covers (Accessories) Removable and machine-washable fabric covers for Stoov cushions and blankets, available in various fabrics and colours (Original, Woolly, Knitted, Velvet, Canvas, BYBORRE). Allow consumers to refresh or change the look of existing products.
• Stoov Digital Gift Card Digital gift cards available in €20 denomination for gifting Stoov products. Supports seasonal gifting campaigns (Valentine's, Christmas, anniversaries) and drives new customer acquisition.
• Ploov¹ — 45x45 | Original (Generation 1) First-generation Ploov heated cushion, SGS certified, with Standard (28Wh) or Plus (48Wh) battery options providing 2–6 hours of warmth. Sold at discounted pricing as an earlier-generation alternative to the Generation 3 lineup.

Quantifiable outcome

• 1.7+ million people warmed since 2014
• +5 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

Feature7 records

Partnerships

Four partnerships are on record, tiered core and minor.

• WeltevreecoreStrategic or Co-development PartnerWeltevree collaborated with Stoov on a Special Edition of the Huge Hug³ wearable heated blanket (Weltevree x Stoov: Huge Hug³ | Special Edition). This co-branded product features Weltevree's outdoor design aesthetic combined with Stoov's infrared heating technology, sold at €199.95.
• BYBORREminorStrategic or Co-development PartnerBYBORRE is a fabric collaborator for Stoov's Ploov³ product line. BYBORRE Edition Ploov³ cushions are available in Fragment Beige and Fragment Blue colourways, priced from €139.95. The partnership brings BYBORRE's technical textile expertise to Stoov's heated cushion range.
• DHLminorOthersDHL is the primary shipping carrier for Stoov orders, providing delivery across European markets.
• KlarnaminorOthersKlarna provides payment installment options for Stoov customers at checkout, enabling flexible payment for higher-priced heated products.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Ember Technologies: Ember makes premium smart heated mugs and personal temperature-control consumer products. Comparable in premium-priced consumer personal warming positioning and design-led branding, though focused on beverage warming rather than body warming.

Direct peers

• HealthyLine: HealthyLine produces far-infrared heating mats and wellness products using similar infrared technology. Direct peer in infrared heating technology and consumer health positioning, though its products are typically mains-powered mats rather than cordless portable items.
• VOLT Heat: VOLT Heat produces battery-powered heated clothing, gloves, and wearables using rechargeable heating technology. Comparable in cordless personal warming and battery-powered heating technology, with overlap in heated scarf and wearable categories.
• Ocoopa: Ocoopa makes rechargeable, portable hand warmers that directly compete with Stoov's Stoons line. Highly comparable in cordless personal warming concept and rechargeable lithium-ion battery approach, though narrower product range focused on hands.
• UTK: UTK sells far-infrared heating pads, mats, and wellness products using similar infrared technology to Stoov. Comparable in technology foundation and consumer-end warmth use cases, though more therapeutic-focused and less oriented around cordless portable heating.
• Thermotex: Thermotex manufactures far-infrared heating pads for therapeutic and pain-relief use. Comparable in far-infrared heating technology and consumer health positioning, though more therapeutic-focused than Stoov's broader lifestyle use cases.

Broad incumbents

• Biddeford: Biddeford is an established brand in heated blankets, mattress pads, and warming bedding products. Comparable in heated bedding category and end-use warmth, though much larger incumbent with broader distribution and mains-powered technology.
• Sunbeam: Sunbeam is a major incumbent in heated blankets, throws, and warming bedding products. Comparable in heated textile end-use and warmth, though uses mains-powered resistance heating rather than Stoov's cordless infrared approach and operates at much larger scale.
• Beautyrest: Beautyrest is a major mattress and bedding brand offering heated mattress pads and warming bedding products. Comparable in heated bedding end-use and consumer warmth, though much larger incumbent with broader mattress-focused portfolio.
• Pure Enrichment: Pure Enrichment makes personal heating products (heated pads, weighted products) and home comfort devices. Comparable in consumer personal heating focus, though with a broader home wellness portfolio rather than Stoov's specialized cordless infrared positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCYYHXl1zoWqLxRZnnZwLxtQ
• Facebookfacebook.com/myStoov
• LinkedInlinkedin.com/company/stoov
• Instagraminstagram.com/mystoov

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Stoov